Malaysia, China strengthen tourism ties at ITB China
- BT
- May 28
- 2 min read
SHANGHAI, 27 May 2025 – Tourism Malaysia is showcasing the country’s colourful travel industry at ITB China 2025, a major trade show held in Shanghai from May 27 to 29. This event provides an opportunity for Malaysia to connect with Chinese travel agencies, airlines, and tourism stakeholders and reinforce its appeal as a top destination for Chinese travellers. Malaysia is participating for the sixth consecutive year and is the Country Partner at ITB China 2025. This further enhances its presence on the global tourism stage.
Leading the Malaysian delegation is Minister of Tourism, Arts and Culture Malaysia, Dato Sri Tiong King Sing, alongside Director General of Tourism Malaysia, Datuk Manoharan Periasamy, and representatives from 50 organisations, including state tourism boards, national agencies, hotels, resorts, and travel operators. Their goal is to promote Malaysia’s diverse attractions, from eco-adventures in Borneo and cultural heritage trails in Melaka and Penang to luxury beach resorts, nature retreats, and Muslim-friendly travel packages.
Aligned with the Visit Malaysia 2026 (VM2026) campaign, the delegation aims to increase Chinese visitor arrivals and establish long-term tourism partnerships. Malaysia is highlighting its strong air connectivity and visa-free entry for Chinese nationals until the end of 2026. This emphasises the country’s multicultural harmony, safety, and hospitality as key selling points.
Tourism Malaysia reports continued growth in visitor numbers, with 38 million international arrivals in 2024, which is a 31.1% increase from 2023. In early 2025, visitor numbers have remained strong, with 13.4 million arrivals from January to April, including 1.4 million visitors from China, an impressive 37.8% rise from the same period last year. The goal for 2025 is 45 million visitors, which will generate an expected RM270 billion in tourism revenue.
“We are committed to strengthening bilateral tourism ties and ensuring Malaysia remains a top destination for Chinese travellers,” Tiong commented on the Malaysia-China tourism partnership.
Tourism Malaysia remains focused on driving sustainable tourism growth and providing authentic, high-quality travel experiences, thereby reinforcing the country’s position as a preferred travel choice for Chinese tourists.
ABOUT ITB CHINA 2025
ITB China is the leading B2B-exclusive trade show focused on the Chinese travel market, connecting top-tier buyers from Greater China with global industry professionals. Held in Shanghai, this three-day event, taking place from May 27-29, provides state-of-the-art networking opportunities and a matchmaking system to maximise business potential.
BorneoTalk proudly joins ITB China 2025 as official accredited media partner, representing Sarawak, Malaysia, and spotlighting its tourism potential on the global stage.
